Marketing News
Internet marketing 'facing measurability challenges'
Friday, 5 September 2008The internet marketing sector is facing significant challenges when it comes to measuring campaign effectiveness, a new report has suggested.
Conducted by Forrester Research, the survey suggested that newer forms of online advertising - such as social media and online video - are posing problems for marketers who are unsure of how best to gauge the success of these campaigns, Ad Week reports.
Despite this, the study indicated that campaigns involving user-generated content, video, podcasts and social networking have all seen 100 per cent increases in uptake by marketers compared with 2007.
According to Ad Week, the figures could be beneficial for more traditional online channels, such as display and search, as they indicate marketers may be more likely to revert to tried and tested media if they struggle with newer formats.
A recent LiveRail report accessible via ReadWriteWeb suggested that US marketers will only see significant success in the online video ad sector if they can overcome obstacles such as campaign measurability.